CONTINUANCE INTENTION IN USING HOMESTAY TERMINOLOGY

By: Azwadi Ali, Marhana M. Anuar & Norsiah Ahmad Faculty of Management and Economics, Universiti Malaysia Terengganu, MALAYSIA. Kuantan, Malaysia | 10-11 November 2012.

Introduction
Used the Theory of Planned Behavior to study the continuance intention in using the homestay terminology. Added regret as an antecedents. Unit of analysis Private lodging entrepreneurs in Terengganu. Chose Terengganu a major tourist attractions Unregulated use of the term may jeopardize the actual homestay industry. Considered as misused (Ng Yen Yen, 2010). Motivation ignorance or opportunistic? Self-report survey. Use Partial Least Squares (PLS) to test hypotheses.

Overview
Homestay = community-based stays where tourists can understand local culture and perhaps experience activities. is not classified as an accommodation facilities rather it focuses more on lifestyle and experience, which include culture and economic activities (MOTOUR, 2012). Terengganu is known with its coastal beauty and Malay heritage (Halim et al., 2012). no specific regulation to control private lodging, either related to registration of the properties or even on taxable income received from operating the rental houses. In early days, rumah tumpangan, rumah sewa and rumah rehat were commonly used.

Example of problems
searching correct information regarding communitybased homestay villages and in locating them. the public may not be able to distinguish between the two different homestays becomes a norm. Side road signs. Logos. Online maps and directory Websites / blogs/ ad portals / online forum. Examples are given next by using the Internet to search for homestays.

Internet search engine results using homestay Terengganu as keywords

Internet map search results of homestay Terengganu

Websites / blogs

Logos / side road signs

Research model
REG
REG Regret of using homestay term AT Attitude towards behaviour SN Subjective Norm PBC Perceived Behavioural Control INT Continuance Intention

AT

SN

INT

PBC

Research methods
Used TPB and added regret as another antecedent. Mostly existing measures did not pilot. 7-point Likert scale (1 denoting strongly disagree and 7 strongly agree) and 7-point bipolar semantic differential scale. Self-reported survey. Hired enumerators 2 months Identified location and contact persons of private lodging properties mostly in Kuala Terengganu. Arrange meetings with owners preferably. 132 usable responses. Used Partial Least Squares to test hypotheses SmartPLS.

Results convergent validity

Mean S.D. Loading 0.9144 0.9370 0.8841 0.8828 5.9318 5.8030 5.5833 5.5076 5.4545 5.4167 5.4242 5.4318 5.9242 5.4621 6.0000 5.6970 5.7652 5.7424 5.9394 5.9015 0.982 1.044 1.092 1.129 0.952 0.973 1.199 1.224 1.150 1.269 1.112 1.248 1.097 1.239 1.138 1.158 0.7741 0.8130 0.8536 0.7909 0.9028 0.8117 0.8611 0.8242 0.8468 0.8671 0.8705 0.7432 0.8728 0.6490 0.9122 0.7537 0.9146 0.8579 0.8666 0.7229 0.6233 0.6991 0.6536 REG REG1 REG2 REG3 AT AT1 AT2 AT3 AT4 SN SN1 SN2 SN3 SN4 PBC PBC1 PBC2 PBC3 PBC4 INT INT1 INT2 INT3 INT4 CR 0.9368 AVE 0.8319 2.0379 1.9470 2.1894 1.080 1.114 1.199

Alpha 0.8988

0.8249

0.8569

0.8056

0.8702

Results discriminant validity

REG
REG AT SN PBC INT .9121* -.2177 -.2449 -.5098 -.6528 .8084 .6121 .5768 .5872 .8361 .5371 .5216 .7895 .6144 .8502

AT

SN

PBC

INT

Results structural model

REG
87 . 0 94 ) 0 2 . (1

00 .5 7) -0 .56 (-5

AT
R = 0.467
2

0.34 0 (4.25 4)
0.421 (4.626) 0.395 (5.306)

INT
0 .1 4 5 (2.158)
R = 0.654
2

SN

86 0 . 0 8) 5 ( 0 .8

PBC

Results summary
Path REG AT REG INT Hypothesis H1a H1b Path Coefficient 0.087 -0.500 t-value 1.294 -5.567* Results Not supported Supported

AT INT
SN AT SN INT PBC AT PBC INT

H2
H3a H3b H4a H4b

0.340
0.421 0.145 0.395 0.086

4.254*
4.626* 2.158* 5.306* 0.858

Supported
Supported Supported Supported Not supported

Discussions
Significant findings affirm that TPB can be used in explaining intention of continue using homestay terminology despite it being commonly used in predicting uses of new technologies and applications. Perceived behavioural control can be viewed as the perceived easiness of continue using the homestay terminology which later contribute to attitude towards it being formed subjective norm was equally found to significantly affect attitude but its relationship with intention is a partial mediated. For pragmatic considerations, related authorities may use rules and regulations to penalise and deter the opportunistically use of homestay terminology by wrong hands.

Discussion
Only Relative Advantage and Readiness ( = 0.406 & 0.180) in the formation of users attitudes. Cost was not significant maybe due to decreased AIS price (or possibly due to abundance of pirated applications). Compatibility was not found significant maybe due to computerized applications these days are developed userfriendly in the first place to be compatible with organizations differing technological platforms (though many are windowsbased). although vendor support was not found to be a significant determinant of attitude, after-sale services are still important because users may still consider continuing using the AIS despite of poor support from vendors due to considerable negative consequences from not using AIS at all.

Limitations and conclusions

Modest sample of 132 responses in Terengganu. Pre-identified antecedent variables of attitudes. Could include size, age of business and owners characteristics as moderators / control variables.

Intention to continue using the term is very strong despite warnings from related ministry, while regret was low amongst respondents To curb this problem - needs rules / regulations such as registration and income declaration Careful not to discourage individuals to make a living.

Limitations and Conclusion

Modest sample size of 146 and focus in Terengganu state. Pre-identified antecedent variables of attitudes. Could include size, age of business and owners characteristics as moderators.

This study contributes to related literature in the use of information technology. developers of AIS should consider aspects that can encourage positive affects in users when designing and improving AIS so that loyalty in their products can be expected.

THANK YOU
Contact: azwadi@umt.edu.my Faculty of Management and Economics, Universiti Malaysia Terengganu, MALAYSIA.